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Current price: £18.00
Original price: £20.00
Current price: £18.00
Original price: £20.00
Current price: £0.00
A specially formulated skin and coat food, ideal for dogs with dry and itchy skin, or skin allergies. This gentle dry dog food helps soothe irritation, support healthy skin, and promote a glossy coat.
For sensitive, dry & itchy skin
Hypoallergenic
Fresh Herring protein
New recipe for 2026 - read more here!
For silkier skin & cuddlier coats
A comforting recipe for pooches & mutts with skin concerns. This vet-approved, grain free, complete recipe is packed with functional ingredients to support dry and itchy skin, and restore shine to lacklustre coats.
Herring takes centre stage as a novel protein - rich in omega-3s, to support healthy skin, a soft, shiny coat, overall vitality, and gentle digestion.
Other glow-up ingredients include:
- Linseed which delivers essential fatty acids - keeping their skin healthy, and coat glossy.
- Collagen to help maintain strong skin and a resilient, glossy coat.
- Salmon Oil, packed with omega-3 & 6 to nourish skin, boost coat shine, and support overall vitality.
- Dried Kelp which is mineral-rich, helping support shiny coats and overall wellbeing.
- Prebiotics & Postbiotics to foster a balanced gut microbiome, helping improve skin and coat condition and support the gut-skin axis.
Glowing from nose to tail just became the new norm.
This meal is grain free, chicken-free, and puppy-friendly.
A complete food for dogs. Suitable for all ages from 12 weeks old.
Composition: Fresh Herring (26%), Peas (26 %), Herring Protein (15 %), Potatoes (15 %), Dried Apple Pulp (7.3 %), Salmon Oil (3 %), Fish Gravy (3 %), Linseed (3 %), Collagen (1 %), Dried Kelp (0.2 %), Psyllium Husk & Seeds (0.08 %), Dried Cranberries (0.04 %), Glucosamine (0.026 %), Chondroitin Sulphate (0.02 %), Fructo-oligosaccharides (0.019 %), Mannan-oligosaccharides (0.015 %), Mojave Yucca (0.01 %), %), Milk Thistle Seeds (0.008 %), Lactobacillus acidophilus HA–122 inactivated (15x10⁹ cells/kg).
Nutritional Additives (per kg): Vitamin A (3a672a) 19,000 IU, Vitamin D3 (3a671) 1,400 IU, Vitamin E (3a700) 450 mg, Vitamin C (3a312) 250 mg, Vitamin B1 (3a821) 3.0 mg, Vitamin B2 (3a825i) 4.0 mg, Niacinamide (3a315) 12 mg, Calcium Pantothenate (3a841) 10 mg, Vitamin B6 (3a831) 1.0 mg, Folic Acid (3a316) 0.5 mg, Vitamin B12 (3a835) 0.04 mg, Biotin (3a880) 0.6 mg, Choline Chloride (3a890) 2,400 mg, Zinc (3b606) 85 mg, Iron (3b106) 72 mg, Manganese (3b504) 35 mg, Copper (3b406) 15 mg, Potassium Iodide (3b201) 0.65 mg.
Technological Additives (per kg): Tocopherol Extracts from Vegetable Oil (1b306(i)), Ascorbyl Palmitate (1b304).
Analytical Constituents: Crude Protein 27 %, Crude Fat 13 %, Crude Fibre 2.5 %, Crude Ash 7.5 %, Moisture 10 %, Calcium 1.2 %, Phosphorus 0.8 %, Sodium 0.5 %, Omega-3 0.7 %, Omega-6 2.2 %.
Metabolisable Energy: 3,648 kcal/kg
*As our food is made where grains may be present, there’s a tiny chance that some may have snuck in. We do everything in our power to prevent this. Ingredients listed as 'fresh' may have been carefully frozen prior to cooking to maintain optimal quality and safety.
Feed dry or slightly moistened. The quantities in the feeding table are meant as a rough guide. The correct amount of food will depend on your dog’s level of activity, breed, age, and if they’re overweight or underweight. If you’re changing your dog's food, we recommend you introduce the new food gradually over 7 days. Fresh drinking water should be available at all times.
DOG SIZE | AMOUNT PER DAY |
TOY DOGS (0-5 kg) | 30 - 100 g/day |
SMALL DOGS (5-10 kg) | 100- 165 g/day |
MEDIUM DOGS (10-25 kg) | 165 - 330 g/day |
LARGE DOGS (25-50 kg) | 330 - 550 g/day |
GIANT DOGS (50 kg+) | 550+ g/day |
Puppy feeding guidelines This recipe is suitable for puppies, but the kibble is designed for adult dogs. To make it easier for little mouths: - Soak kibble in warm water for a few minutes. - Start with a little water, and add more until it’s the right consistency. - Warm water also helps release more aroma, making mealtimes extra tasty!
For best before date see package. Keep in a dry and cool place away from direct sunlight. Reseal after opening. For canine use only.
FREE Standard UK Delivery with orders over £39.99+
Standard UK Delivery (1-2 working days) only £1.99 when spending £9.99 or less
Standard UK Delivery (1-2 working days) only £2.49 when spending £10.00-£19.99
Standard UK Delivery (1-2 working days) only £4.99 when spending £20.00–£39.98
Delivery usually next day but can be up to 2 days. Delivered 7 days a week (ex Bank Hols).
Fully Tracked with DPD in carbon neutral vans, to help the planet as well as get your pooch goodies to you speedily.
We are not currently delivering outside of the UK but sign up to our newsletter to find out when we do.
"We love any of your dry food! Lilo loves her ‘brown rocks’ so much that she knows which cupboard they’re located in and paws down the cupboard every morning until she gets them!"
"It's such a fun brand and I love how they make new products with dogs in mind!"
"Great variety of nutritional food and treats that are beneficial to my dogs health and wellbeing."
Carefully chosen goodness, for your peace of mind.
Grain free 
Healthy skin support 
Shiny coat care 
Herring is a novel protein that’s easy to digest, making it a gentle choice for dogs with sensitive stomachs. Rich in essential nutrients and omega-3s, it supports healthy digestion while nourishing skin and coat.
Salmon Oil is rich in omega-3 and omega-6 fatty acids, working to deeply nourish the skin and promote a soft, glossy coat. These essential omegas also help support overall vitality and long-term wellbeing.
Collagen is a natural protein that helps maintain healthy skin structure while strengthening the coat, keeping it glossy and resilient. It also supports joint health and overall vitality, helping your dog look and feel their best.
Linseed is a natural source of fatty acids that help nourish the skin and promote a glossy, healthy coat. Rich in omega-3s, it also supports overall vitality and wellbeing from the inside out.
Dried Kelp is a natural source of essential nutrients that help maintain healthy skin and support a glossy coat. Packed with minerals and trace elements, it also promotes overall vitality and wellbeing for your dog.
Prebiotics & Postbiotics work together to support a balanced gut-skin relationship. By promoting a healthy digestive system and nutrient absorption, they help maintain healthy skin, a glossy coat, and overall wellbeing.
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Natural ingredients with nutritional science, to elevate your pet’s health and happiness. 100% transparency, 'nothing to hide' recipes, and ethical sourcing are core to our mission. We're a small (but mighty) team of pet lovers – and if we wouldn’t give it to our own dogs, we don’t make it.
Yes, Soft & Shiny is a simple recipe with natural ingredients that contains Herring as the main protein source, and fish tends to be more gentle on the digestive system than other meats such as beef and chicken.
Yes. All of our foods are suitable for puppies; we have a puppy feeding guide located on each product page. We generally recommend our Puppy Complete Superfood which is formulated to help provide all of the nutrients puppies need for optimal growth and development. We also have a puppy wet food which contains fresh meat and vegetables alongside a prebiotic for healthy digestion - unless your pup has specific health conditions that you would like to address, in which case you may find a more suitable food from our functional range.
While skin allergies can be difficult to deal with, with the right medical treatment and diet, your dog should be able to lead a normal and happy life. Feeding a diet such as Soft & Shiny all year round can go a long way towards reducing flares and minimising symptoms, however, as with any skin condition, a dog’s allergies cannot usually be cured and alongside your vets advice, rather than a single treatment, a multi-modal approach is most effective e.g. a skin supportive diet, medicated washes, allergen avoidance.
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